主讲人：周昆

时  间：2024年4月19日（周五）14:30-15:30

地  点：北京师范大学湾区国际商学院励耘楼B312

Seeking the best, inducing the worst: The relationship between algorithm and finance product adoption

摘要：

算法已经深刻地影响着人们生活的方方面面。前人的研究大多关在算法产品采纳的影响因素，却较少谈及不同类型的消费者对算法产品的差异化态度。本研究关注于金融领域，探究消费者最大化倾向对金融算法理财采纳意愿的影响。本研究通过四个预注册实验，发现最大化倾向消费者更加不愿意采纳算法推荐的理财产品（Study 1& 2）。其原因在于最大化消费者感知到的算法独特性较低，进而导致更低的采纳意愿（Study 3）。研究还发现，该影响取决于风险程度的高低，相比于高风险理财产品，对于低风险理财产品，这种负面影响会被减弱（Study 4）。

Algorithms have profoundly impacted every aspect of people's lives. Previous research has primarily focused on the factors influencing the adoption of algorithmic products, with less attention paid to the differential attitudes of various consumer types towards these products. This study focuses on the financial sector, exploring how consumers' maximization tendencies affect their willingness to adopt algorithmic financial planning tools. Through four preregistered experiments, we found that consumers with a high tendency to maximize are less willing to adopt financial products recommended by algorithms (Study 1 & 2). This reluctance is attributed to the perceived lack of uniqueness in the algorithms by maximizers, leading to a lower adoption willingness (Study 3). Additionally, the study found that this effect is contingent on the level of risk associated with the financial product; the negative impact is mitigated for low-risk financial products compared to high-risk ones (Study 4).

周昆博士，硕士生导师，大连理工大学经济与管理学院助理教授。研究方向为消费者行为，聚焦于社会比较、亲社会行为、怀旧与金钱感知、人工智能等方面的研究。其研究成果发表在Journal of Business Research (ABS3)、Marketing Letters(ABS3)、International Journal of Hospitality Management(ABS3)、Journal of Organizational Behavior(ABS4)、Family Relations (SSCI Q1)、管理世界、管理学报等国内外期刊上。并有多篇文章在Journal of Consumer Psychology (FT 50)、Psychology & Marketing(ABS3)、European Journal of Marketing (ABS3)等期刊上在审或者返修。获得过多次学术会议最佳会议论文。现主持自科青年基金项目一项，参与多项教育部与自然科学基金面上项目。